India’s New Obsessions: Quick Commerce & Short Drama Apps
The digital landscape in India is witnessing a significant shift, with two emerging trends dominating the attention of urban Indians: quick commerce and short drama apps. These two phenomena have not only disrupted traditional consumer habits but have also redefined the way people live, work, and entertain themselves.
Quick Commerce: A Growing Phenomenon
Quick commerce, also known as instant delivery or 10-minute delivery, has become a staple in urban India. The concept is simple – users can order their favorite products, including groceries, food, and other essentials, and receive them at their doorstep within a matter of minutes. The growth of quick commerce in India has been staggering, with the market crossing ₹7,500 crore (approximately $1 billion) in FY24. What’s more, a whopping 68% of metro users in India order at least twice a week, making it a habitual part of their daily routine.
The success of quick commerce can be attributed to its convenience, speed, and personalization. With the rise of hyper-local delivery platforms like Zepto, Blinkit, and Swiggy, users can now order anything from fresh produce to last-minute party essentials and receive it within a short span of time. This has revolutionized the way people live, work, and socialize in cities.
Short Drama Apps: A New Era of Entertainment
Short drama apps have also become a significant player in India’s digital landscape. These apps, which offer bite-sized, fast-paced, and engaging content, have seen a massive surge in popularity. In 2025, these apps attracted 300 million users, a 40% increase from 2023. The ad revenue generated by these apps has also been impressive, with ₹2,000 crore (approximately $250 million) in 2024.
Short drama apps have redefined the way people consume entertainment content. With the rise of platforms like TikTok, MX Player, and ZEE5, users can now access a vast library of short-form content, including drama series, music videos, and comedy skits. This has led to a shift away from traditional long-form content, such as movies and TV shows, and towards bite-sized, snackable content that can be easily consumed on-the-go.
What’s Driving These Trends?
So, what’s driving these two trends in India’s digital landscape? Several factors contribute to their success:
- Urbanization: India’s rapid urbanization has led to a growing demand for convenience, speed, and personalization. Quick commerce and short drama apps have capitalized on this trend, offering users a seamless and engaging experience.
- Mobile-first culture: India has a mobile-first culture, with most users accessing the internet through their smartphones. Quick commerce and short drama apps have leveraged this trend, designing their platforms around the mobile-first principle.
- Growing disposable income: India’s growing middle class has led to an increase in disposable income, allowing users to indulge in premium services and products. Quick commerce and short drama apps have benefited from this trend, offering users a range of premium products and services.
- Innovation: The rapid pace of innovation in the technology space has enabled quick commerce and short drama apps to stay ahead of the curve. These platforms have invested heavily in AI-powered logistics, machine learning, and data analytics to ensure seamless delivery and personalized content.
The Future of Quick Commerce and Short Drama Apps
As delivery platforms and content apps continue to innovate, speed and personalization will remain key drivers of growth. Here are a few trends that will shape the future of quick commerce and short drama apps:
- Increased focus on sustainability: As concerns around sustainability grow, quick commerce platforms will need to prioritize eco-friendly packaging, reduced carbon footprint, and sustainable supply chains.
- Growing importance of data analytics: Short drama apps will need to rely on data analytics to personalize content, understand user behavior, and optimize ad revenue.
- Expansion into new markets: Quick commerce and short drama apps will need to expand their reach beyond urban India, targeting smaller towns and cities, and rural areas.
- Integration with emerging technologies: Both quick commerce and short drama apps will need to integrate with emerging technologies like AI, AR, and VR to enhance the user experience and stay ahead of the competition.
Conclusion
In conclusion, quick commerce and short drama apps have become the new obsessions in India’s digital landscape. These trends have redefined consumer behavior, offering users convenience, speed, and personalization. As these platforms continue to innovate, speed and personalization will remain key drivers of growth. With their focus on sustainability, data analytics, and expansion into new markets, quick commerce and short drama apps are poised to transform urban India’s digital habits for the better.
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